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Global Marketing: Foreign Entry, Local Marketing, and Global Management (McGraw-Hill/Irwin Series in Marketing) | 
 enlarge | Author: Johny Johansson
Publisher: McGraw-Hill/Irwin
Category: Book
Buy Used: $9.95
New (26) Used (44) from $9.95
Rating:  2 reviews
Sales Rank: 564109
Media: Hardcover
Edition: 4
Pages: 664
Number Of Items: 1
Shipping Weight (lbs): 3.4
Dimensions (in): 10.9 x 7.9 x 1.2
ISBN: 0072961805
Dewey Decimal Number: 658.84
EAN: 9780072961805
ASIN: 0072961805
Publication Date: April 7, 2005
Availability: Usually ships in 1-2 business days
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Product Description
Johansson�s Global Marketing, 4/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author�s rich international experience, help students move from concept to application. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses..
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| Customer Reviews:
 Good condition September 2, 2005
Prakasa Subramaniam
0 out of 1 found this review helpful
Received item in a good condition and made special provisions to send it faster due to my constraints.
 Ripping you off July 20, 2005
Dan Shaffer (Leesburg, VA)
2 out of 2 found this review helpful
This is book is what in marketing they call the rip-off strategy.
Chances are you're not going to pay this outrageous price for such a boring book unless you are forced to for a class, as was my case. It's bad enough that the publisher has jacked up the price into the stratosphere, but to rub it in with black and white pictures is just wrong. Shame on McGraw Hill. Shame on the author. Shame on everyone involved in the selling of this book, including Amazon.
Then there's the content of the book. And even by marketing standards (this is my 4th marketing class) it's outrageously bland and dull.
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